David J. Palmiter Jr. Ph.D., ABPP
Chair, Communications Board, Pennsylvania Psychological Association

In my second column I would like to point out that many of us have an opportunity to expand on our success by launching a Web site. Some of the language used in such discussions can seem daunting to non-technogeeks: hypertext markup language, common gateway interface, file transfer protocols, unix, URLs, etc. It can also seem like creating a Web page is necessarily complex and expensive. But I can confidently assert that creating an effective Web site need not be daunting, complex or expensive. You certainly do not have to know how to write code or to program. In fact, most people I have trained in Web page authoring have expressed surprise and delight over how easy, cost-effective and fun it can be. Believe me, if your brain is in approximately the same shape it was when you did what you needed to do in order to become a psychologist, you will find authoring a basic Web site to be a cinch.
 
The next question might be "why bother?" I would argue that having a Web site affords you at least seven opportunities to be more successful. First, having a Web site allows others to make an easier first approach to your practice. Obviously, many prospective consumers of mental health services feel ambivalent about scheduling that first appointment. However, you can ease the transition with a comforting and informative Web site. Who will that ambivalent consumer contact first, all other things being equal, the clinician with an effective Web site, or the clinician who only possesses a phonebook ad? You can create inviting pages that include things like a picture of yourself and your consulting. room, warming, informative and comforting statements about your practice and other helpful information (see below).

Second, a Web site can serve as a potent marketing tool. What's easier for a prospective client to remember 587 -2273 or www.kidtherapist.com? The Web address can be placed on business cards, in advertisements, on stationery, or wherever else you deem appropriate (but not your dog's collar, that would be too much). Likewise, the Web site can include information about your experiences and qualifications. It can be awkward for your clients to ask about your qualifications and for you to interject them naturally into a conversation. However, an online CV affords you a graceful method for articulating your relevant training and experiences for prospective clients.

Third, a Web site protects you from having to repeat the same information over and over again. Who likes giving directions or describing what your building looks like? With a Web site you no longer have to. The same thing can apply to issues regarding office policies, the approach taken with evaluations and treatment, office hours, areas of specialization, insurance policies, the fee schedule, emergency availability or whatever else you are comfortable publishing online.

Fourth, your Web site can serve as a gateway for scientifically grounded information. Many of us encourage our clients to learn as much about the problems that we are working on together as they can. But our clients need help in knowing where the good information can be found. Your Web site can contain links to information clearinghouses, support group sites, listservs and publications that are more likely to inform and support, instead of threaten, your clinical work.

Fifth, you can offer information on disorders and problems in living that are related to your scope of practice. For instance, you can author newsletters for lay people and store them on your Web site for downloading. (I know this sounds like it is difficult if you haven't done it. Believe me, it isn't.)

Sixth, your Web site can provide a list of resources that are related to your practice. For instance, if your allotment of sliding scale clients is filled, you may list the contact information for facilities in your region that offer a sliding scale. If you do not offer 24-hour availability, you can list the local hotline(s) or emergency room(s) that receive psychiatric emergencies. You can list the contact information for practices that you refer to, etc. Of course, you could really get into it and use your Web site for many other things too (e.g., selling publications, hosting bulletin boards, offering introductory QuickTime videos, etc.). And having a Web site affords those with academic appointments other opportunities to be more successful as well (e.g., listing course syllabi, posting student work samples, etc.). But, you do not need to do the more complex stuff in order to have an effective Web site.    '

Seventh, you could use your Web site to respond to pressing needs and developments in the community. A Web site affords you a powerful and cost-effective way to do outreach and public education. In my own case, and after only a two-hour investment of my time, I was able to construct a simple Web page that offered discussion groups, opportunities for speakers and links to scientifically grounded Internet resources post 9/11 (I've left it online for teaching purposes: see www.marywood.edu/psc/trauma.htm). Likewise, if a clinician hosts a site for any of the national screening days (e.g., depression, anxiety, eating disorders, etc.), a Web page can be used as an effective adjunct. Or, if a clinician interacts with the media, the audience can be referred to supplemental. resources.

For those who wish to get cracking, you can start by acquiring three things: (1) a program designed for Web page construction, (2) a good book on using the program (for quick consultations) and (3) a good book on style points. Want specific suggestions? That's easy, just post to the listserv where several Web page gurus roam (to subscribe e-mail Iva Brimmer at iva@papsy.org Being a PPA member also affords you access to other resources: this includes past Bulletin columns by Ed Zuckerman (chair of the Electronic Media Coordination Committee) (Zuckerman, 2006), presentations at our conferences (e.g., at least two relevant presentations are being considered for the 2008 annual convention), and ready access to a community of knowledgeable colleagues. I hope you will consider it, as the more effective you become the more human suffering is alleviated. ~0

Reference
Zuckerman, E. (2006, August). Making psychologists household names. Pennsylvania Psychologist, 25.